Better Ways to Process Lead Forms

How do you capture key prospect information on your site? Until recently many using a CMS simply installed a forms processing plugin and enjoyed the convenience of an automatic contact form entry to their email. But now there are new options that include cloud computing solutions for better Customer Relationship Management (CRM). We’ll examine the relative merits of three ways to process lead forms in this post.  These solutions are key to what happens AFTER your landing page is optimized to increase conversions… more visitors converting to leads is great, but you have to “nurture” those leads in an efficient and effective way.

Three ways to process your lead forms

1. Old School CMS Forms Plugins (that’s so 2008): Content Management Systems (CMS) made a big splash in the last 4-5 years as excellent ways to efficiently manage content and operate on the web.  Part of their allure is the array of “plugins” available — mini-programs that help you get things done.  For example, we build sites exclusively on the WordPress CMS platform, winner of Best Open Source CMS for 2009 (PACKT Publishing), and there are a number of free open source plugins available for it, including our preferred “cForms II”, a very robust and extensively featured solution that includes the ability to develop multi-page forms.

• Advantage:  Automatic forms processing sent to one or more Admin. emails, plus a variety of features depending on plugin used.  Free, if you are using an Open-Source program, though we always recommend you donate to plugin programmers.
• Weaknesses:  Does not provide lead nurturing (sales focus and follow-up) features — requires manual entry into a corporate CRM, or custom programming for same.  Does not include other features including survey and poll reporting, the ability to collect payments for seminar sign-ups (etc.).  Mainly — no easy integration with an emerging set of business mission tools including CRM systems, and eMail Newsletter software.  Your IT group is forced to focus on maintaining a free plugin and to rely on the plugin programmer to keep it in compliance without professional and timely support.

2. Forms Processing Providers – More Integration & Features:  Recently a number of good forms processing companies like WuFoo.com, and FormStack.com (we’ve used both — compare pricing and features at those sites).  This is a smarter way to collect data, for several reasons including range of features, and ease of integration with other services like CRMs, Payment Providers (PayPal), and eNewsletter providers (MailChimp, etc.).

• Advantage:  Better integration with key business systems.  More features including the ability to collect and assess surveys, and the ability to accept payments for events.  Good prompt technical support.  Easy interface for creating forms.
• Weaknesses:  Does not provide lead nurturing (sales focus and follow-up) features, although most service providers automate import into CRMs.  It’s not free — but then nothing really is.  Even “free” open source plugins require configuration work and may be in conflict with other plugins.

3. CRM Form on Your Site For Direct Capture of Prospect Details:  All major cloud Customer Relationship Manager systems like SalesForce.com (larger companies), and BatchBook.com (for smaller businesses — we use them) offer the ability to plugin forms and collect prospect data directly from  your site right into the CRM.

• Advantage:  Eliminates manual entry into CRM.  Provides immediate sales and lead nurturing focus, a very important strategic objective for every business.  Good integration with other business systems including eNewsletter providers (MailChimp), and forms processors listed above.
• Weaknesses:  Does not provide some features of Forms Processors including payment acceptance, and poll and survey processing.  It costs money — most good business services do.  Initial learning curve for sales and marketing team, though we see this as a net gain and a real strength after everyone comes up to speed.  Why?  Done correctly, you should close more sales.

A couple of FAQ’s

Why Would You Ever Need Both a CRM and a Forms Processing Solution in Addition to Your CMS?

First of all, CMS options are limited and picking from the healthy field of both CRM solutions and Forms Processors gives you an excellent selection of features, beyond what a CMS can provide.  Next, recall that open source plugins are “free” and so do not provide professional support options.  Most CRMs currently do not provide the same out of the box features of Forms Processors including payment processing, and survey/poll management.  We’ve been asked, “shouldn’t the CMS do it all?”  No.  A CMS is a complex system on it’s own with a primary focus on delivering site content dynamically, not Forms Processing, or Customer Relationship Management.  To do Forms Processing and CRM well, requires a sophisticated system which is best maintained, updated, and supported separately from your CMS.

What is Your Recommended CMS/CRM System?

At this time we always recommend a good CRM for the focus it brings to the sales process.  It is not just about content — authentic connections are what it takes to get the sales you need.  Your CMS is for web content management, not lead nurturing.  Then, we recommend an integrated eNewsletter provider like MailChimp.  This is our “solution set #1″:

CMS –> CRM –> eNewsletter Provider (ie. We use WordPress –> Batchbook.com –> MailChimp.com)

When you need direct payment processing, or survey management, we then add a Forms Processor that will integrate with the first set, and seamlessly inport data into your preferred CRM.  You may only need this option seasonally.  It is our “solution set #2″:

CMS –> Forms Processor  –> CRM –> eNewsletter Provider (ie. We use WordPress –> WuFoo.com –> Batchbook.com –> MailChimp.com)

Contact us at WebFadds.com for a 1-page proposal with more details geared to your operation.